Chapter 1

Introduction to PR

Course Outline
PR Definition Ten Principles of PR Critical Roles of PR

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PR Defined
All businesses begin with the public permission and exist by public approval. (Arthur W. Page)

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PR Defined
A discipline which looks after the reputation of a person or an organization with the aim of earning understanding and support, and influencing opinion and behavior

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PR Defined
A leadership and management function that helps achieve organizational objectives, define philosophy, and facilitate organizational change

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PR Defined
The management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and patience

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PR Defined
Helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics

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PR Defined
Involves the management of problems or issues Helps management keep informed on and responsive to public opinion

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PR Defined
Defines and emphasizes the responsibility of management to serve the public interest Helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends uses research and sound ethical communication techniques as its principal tools

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PR Defined
Deliberate Planned Performance public interest Two-way communication Management function

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PR Defined
What is PR about?
Reputation
The result of what you do, what you say and what others say about you.

Trust
A mark resulting from positive collective experiences by a person or a group.

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PR Defined
What is PR about?
Process
Research
What is the problem or situation?

Action or Program Planning

What is going to be done about it?

Communication and Execution

How will the public be told?

Evaluation
Was the audience reached and what was the effect?

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Ten Principles of PR
PR deals with facts not fiction. PR deals with reality, not false fronts. Conscientiously planned programs that put the public interest in the forefront are the basis of sound public relations policy.

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Ten Principles of PR
PR is a public, not personal service. PR is a service-oriented profession in which public interest, not personal reward, should be the primary consideration.

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Ten Principles of PR
The PR practitioner must have the guts to say NO to deceptive program. Since the public relations practitioner must go to the public to seek support for programs and policies, public interest is the central criterion by which he or she should select these programs and policies.
PR & CSR MKTG401

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Ten Principles of PR
The PR practitioner should never lie to the news media, either outright or by implication. The PR practitioner reaches many publics through mass media, which are the public channel of communication the integrity of these channels must be preserved.

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Ten Principles of PR
The PR practitioner probably was the original ombudsman/woman. Because public relations practitioners are in the middle between an organization and its publics, they must be effective communicators conveying information back and forth until understanding is reached.
PR & CSR MKTG401

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Ten Principles of PR
PR cannot afford to be a guessing game. To expedite two-way communication and to be responsible communicators, public relations practitioners must use scientific public opinion research extensively.

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Ten Principles of PR
Intuition is not enough. To understand what their publics are saying and to reach them effectively, public relations practitioners must employ the social sciences psychology, sociology, social psychology, public opinion, communications study and semantics.

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PR & CSR MKTG401

Ten Principles of PR
The PR discipline requires multidisciplinary applications. Because a lot of people do PR research, the PR person must adapt the work of other, related disciplines, including learning theory and other psychology theories, sociology, political science, economics and history.

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PR & CSR MKTG401

Ten Principles of PR
The PR practitioner should alert and advise, so people wont be taken by surprise. Public Relations practitioners are obligated to explain problems to the public before these problems become crises.

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Ten Principles of PR
The PR practitioner is only as good as the reputation he or she deserves. A public relations practitioner should be measured by only one standard: ethical performance.

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The Critical Roles of PR

PR as Problem Finder, Solver and Preventer
Ability to identify issues concerning the organization that may be of vital concern, immediately or the possibility of becoming a cause of concern in the future. Conscientious scanning of the environment Consistently conducting public perception research.

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The Critical Roles of PR

PR as an Interpreter and Communication Link
Ability to connect with other people, an innate skill of listening and empathizing.

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The Critical Roles of PR

Character and integrity Sense of judgment and logic Ability to think creatively and imaginatively Truthfulness and discretion Objectivity Deep interest in the solution of problems Broad cultural background Intellectual curiosity Effective powers of analysis and synthesis Intuition Training in the social sciences and in the mechanics of public relations A strong sense of self confidence who arent intimidated by pressure, who thrives on challenge, and who are comfortable in an environment of constant change and ambiguity
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The Changing PR Environment

Resolving conflicts which may require modifying opinions Patterns of communication in the future may revolve increasingly around smaller groups Random benefits of public relations activities not directly tied to corporate interests will increase New methods of research now being developed will be especially relevant to situations where opinions change rapidly.

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Concluding Note
Public relations is the bridge to change. It is a means to adjust to new attitudes that have been caused by change. It is a means of stimulating attitudes in order to create change. It helps an organization see the whole of our society together, rather than from one intensified viewpoint. It provides judgment, creativity and skills in accommodating groups to each other, based on wide and diverse experience. (Philip Lesley)
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End of Chapter 1

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